Agencies are naming their AI solutions human names to help bill clients. Generative AI capabilities are now essential in creative pitches, leading clients to expect many creative variations with reduced billable hours. Some agencies are adapting by introducing output-based payment models, but this can be problematic when clients misinterpret AI-generated outputs as mere prompts. Additionally, TikTok's new initiative allows creators to earn commissions from bookings and sales, showing a shift towards commerce media. Meanwhile, publishers increasingly depend on Google Discover, raising concerns as Google's priorities shift from supporting publisher needs.
"I've been in meetings where clients will go: 'ChatGPT just spit out this line.' They'll actually do it in the meeting. That makes it more challenging to justify your value."
Touting generative AI production capabilities has become 'table stakes in creative pitches.' Marketer clients expect AI capabilities to mean hundreds of creative variations with fewer billable hours.
Collection
[
|
...
]